DORITOS: Crash the Super Bowl, Checkout Girl
MARIAN SALZMAN: So like probably a zillion others, I tried to check out the URL snackstrongproductions.com that ran at the end of the Doritos commercial and I’m still waiting, and waiting. In fact I’m waiting so long I am actually watching the Sales Genie commercial and trying to figure out how ticked off Doritos folks are that we want to visit their Web site and can’t. ... Besides Doritos, which amused me, and Coke, which I found compelling in various executions, the advertisements in general felt flat.
TOM MESSNER: Seth Godin reported that: >>Someone at Frito Lay told me that they can prove that enough people buy chips during halftime (they leave their house and race out to the store) that the ads pay for themselves.<< Remarkable: Post hoc ergo propter hoc raised to half-time store checks. What we do know is that the Doritos consumer promotion must have generated at least 15,000 (wild estimate based on 1,060 finished spots and spots that got killed by the creators before finishing) sales of bags that otherwise would be still be languishing on shelves undiscovered by Lights, Camera, Action. One kid with a terrific sense of irony sent an e-mail to the blog or whatever that Doritos-Yahoo! had going: “Is it within the rules for me to go out and buy a hundred bags of Doritos?” ... The Doritos spot that won the promotion deserved to win (I saw about 750 of them); I guess that proves that if you show 1060 ideas to a random client, it will pick the best one. OHHHHHHH.....WAAAAIITT A SECOND doritos spot just came on-----WHAT A HORRIBLE piece of excrement....thought they were only running one. Why not quit while ahead??? They paying SAG rates, does anyone know? Right now a great ROI---50,000 dollars to get work on 5 million dollars of media. ... (Later on...) I feel a sense of remorse in having dissed the second Doritos spot. I haven’t produced a commercial I wrote in six years so who am I to criticize these people’s efforts?
STEPHEN VOLTZ & FRITZ GROBE: The Doritos user-generated ad wasn’t our choice, but got great laughs. It just needs a stronger ending.
ANDY BERLIN: Doritos features a car crash and Blockbuster the maltreatment of a mouse by a rabbit and a guinea pig. Huh!? Mayhem to sell. Why am I no longer hungry?
JOSEPH JAFFE: Still not sure why both CGC spots were aired back to back, but irrespective the relative winner was Doritos and loser was Chevy. Both really paid lip service to the consumer component, which wasn’t really pure consumer created content anyway. Ultimately, this was all about pre-game buzz and that’s about it. Personally, I was disappointed that Doritos cuts the winning commerical (which was pretty obvious), but not shocked at the predictable move on their part. It just goes to show....brands want it their way (and that’s not a Burger King plug) and want to be able to manipulate and control to their heart’s content. What was especially interesting about the Doritos campaign was the viewer’s skin in the game. I watched a bunch of crayon colleagues and we were debating which commercial should have won. Bottom line: if you don’t have viewers involved beforehand, give it up and go home!
BARBARA LIPPERT: Can't believe the $12.79 Doritos commercial won the contest! The 21 year old kid who made it said it would really have cost $15.00 if he included the bag of Doritos he ate for lunch. If it looks kinda shakey it was -- The dolly shot was done on roller blades-- the filmmakers couldn't afford a dolly. The woman who smashes into the car is the guy's wife. I guess it's the most democratic kind of user generated story-- $12 dollar spot in a $2.6 million slot. Sure, the winners are kids who are dying (almost literally, from whatthe spot looks like) to work in the business.. Ironically, this can't be good for agencies!
CHRIS WALL: Doritos. User generated content. Don’t give up your day job. ... Big man with a fu manchu and a chunky checkout girl get all hot and bothered over various falvors of Doritos. Silly.
MARK WNEK: I know I work for GM but my favorite spots so far are the car factory robot having a nightmare for the 100,000 mile warranty and the Doritos spot with the big and rib-ticklingly sexy checkout girl. I particularly like the latter for its low budget.
JASON MARKS: I hope this finally dispels the myth of user- generated content, and most importantly as a submission-based campaign. It doesn’t work. These spots aren’t good, or funny, and there is a reason people get paid to make ads for a living. User-gen video campaigns are a bust. People think because of YouTube that there are millions of budding filmmakers out there. First of all, they are mainly thieves, or a happenstance camera man that nailed the 'hit-in-the-balls' shot. Second, it is assumed that YouTube traffic is equivalent to its filmmaker population. But it's not millions of users each posting their own masterpiece, it's actually thousands of users posting thousands of somebody else's masterpiece. That being said, the second one with the Doritos dirty checkout girl was decent. The first one was flat.
February 5, 2007 | Permalink
All ads sucked, even the CG ads. BTW, there's no way you can create a $12.79 ad. I hate the hype behind the Doritos Crash Ad about the costs. They used Macs, Final Cut Pro and a JVC GY-HD100 HDV. No amatuer just happens to have this equipment lying around and be able to use Final Cut Pro in a short time period.
The depressed robot ad was amazingly stupid. Just made me think of the robots previous replacement, auto workers.
I like Carlos Mencia. His ad made me smile a bit. But, totally unoriginal. Just a remake of a scene from the movie Stripes.
Overall, I'm glad I didn't spend all my time watching the ads and game.
Posted by: Ed | Feb 5, 2007 12:26:57 PM
I really liked the Doritos Crash ad, thought it was kinda goofy. I also agree with Ed that the robot ad was kind of "stupid" but it had a lot of emotion which I really liked.
Posted by: Jess | Feb 5, 2007 1:58:58 PM
The Ad Wrestler might lose his 5 yankee fans fans for this one, but at our casa, nobody outside the business knew the ads were user generated.
I thought the ads were fine. Entertain people long enough so that pictures of the product can come inside, too. Face it, there's no benefit to eating chips, they're not going to provide world peace, and they're not made of vitamins. What you have is something that tastes good while and hopefully makes you smile. The ads made me and my primos smile. And if we weren't making our own chips and salsa, we'd have been fine with all those gringo chips, no doubt about it.
Hey, didn't you ad people sure have some nerve. No one can find my greatest pins and chokehold videos on youtube because you clogged up the airways with your fake viral subservient pollos. You built the bridge and now you're trying to put up one way signs.
We have a saying here that's still very popular. "You asked for it, you got it Toyota." Say it fast and don't pause before you say toyota and you'll be saying right.
Posted by: The Ad Wrestler | Feb 5, 2007 3:09:13 PM
This Red Sox fan says The Ad Wrestler is spot on. The ads were fine. They created mini stories, told us either the benefits or the varieties in an appealing light.
Posted by: Jonathan Trenn | Feb 8, 2007 2:50:47 AM
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